S.M.I.L.E. program for DJs
Tired of seeing blown profits in the DJ booths he was visiting, Michael DeSuno (aka DJ Platypus) created a program that any DJ at any club can use to up their game—and the club’s bottom line.
To hear Michael DeSuno, aka DJ Platypus, put it bluntly: The number-one function of a club DJ is NOT simply to play music.
“The main objective of the DJ position is to sell alcohol,” says DeSuno. “From the music selection to the energy of the room, there are many components. The way the DJ does in-house promotion also effects alcohol sales.”
DeSuno, the corporate head of DJs for the RCI Hospitality club chain, and head DJ at Tootsie’s, DeSuno has seen DJs of all calibers in all types of gentlemen’s club environs. So it’s not without intensive first-hand research DeSuno created the S.M.I.L.E. program for DJs.
Spelled out, S.M.I.L.E. stands for sell, market, interact, lead, and entertain. ED spoke with DeSuno about the S.M.I.L.E. program and how it will literally put a smile on club owners’ and operators’ faces because of its positive financial impact.
ED: Why is this a must-attend seminar for club DJs and even managers?
DESUNO: I feel there is a major disconnect between DJs and management. This program is used as a checklist that provides the DJ group with core principals that enhance the overall guest experience as well as increase revenue. The way this program is laid out ensures that each DJ is working in conjunction with the floor staff and management to achieve team goals.
“If your DJ understands the methods of selling on the microphone, your business will increase sales. If your DJ is marketing the club properly with social media as well as in-house promotions, you will increase your guest count.” - Mike DeSuno
ED: How has utilizing this S.M.I.L.E. method helped you specifically, as well as the other DJs you may have trained?
DESUNO: It keeps DJs very organized. Focusing on these five points gives the DJ staff the proper direction and insures accountability both inside and outside the club. This program highlights what every professional DJ should be focused on to not only increase revenue but to provide the ultimate guest experience. That experience is invaluable to the success of the entertainers and bar staff as the DJ will assist in other areas, including suggestive selling, club marketing, crowd interaction, leading by example and entertaining guests. Using this program has increased our sales. It has also kept our team very organized and focused, freeing up time for the creative process to make our events a better experience for our guests.
ED: Bottom line: how will this S.MI.L.E. method make DJs and clubs more money?
DESUNO: Most DJs have not had proper training. The S.M.I.L.E. program refines the new process of doing business. If your DJ understands the methods of selling on the microphone, your business will increase sales. If your DJ is marketing the club properly with social media as well as in-house promotions, you will increase your guest count. If your DJ is properly interacting with your guest, this will elevate the guest experience providing word-of-mouth advertisement for your business. Your DJ is the voice of your club, a representation of the brand. A leader on your team that leads by example sets a tone for the rest of your staff to follow, making your team strive for success. When your DJ puts the final touch on this program and can properly entertain your guests with both the music and verbally on the microphone, your guests will stay longer, increasing sales altogether. The DJ will make the overall experience better for the entertainers as a result, opening an opportunity for a higher revenue stream extending the entertainer-DJ relationship for a better overall work environment for all parties.